1. What problem is your product/service trying to solve?
For example, cabs were challenging to get a hold of, so Uber was created to make transportation easier to excess.
2. Who is your ideal client?
Make a character profile: Woman? Man? Androgynous? What do they like and dislike? What are their hobbies? What does an average day look like for your client? Why would they love your brand? Whom would they tell about your brand?
3. Who is your anti-client?
Part 2 of a character profile: Whom are they trying not to appeal to? Woman? Man? Androgynous? What do they like and dislike? What are their hobbies? What does an average day look like? Why would they dislike your brand? What negative review would they give?
4. What are your competitors?
Do other companies sell something similar? What do they do correctly? What do they do wrong? How will you distinguish yourselves from them?
5. Which existing brands do you like?
Which companies do you remember having a great experience with? What products or services do you use? Why did you enjoy them? Which characteristics do you want to apply to your brand?
6. Which existing brands do you dislike?
Which companies do you remember having a horrible experience with? What made you write a negative review or warn people against a particular product or service? How do you want to separate your brand from those feelings of the brand you dislike?
7. What is the story behind your product/service?
Think of a superhero origin story. What event or observation motived you to develop your product or service? What were failures in your journey of developing your product or service? What did you learn about how to improve your product or service? What is your process in creating your product or service?
8. What type of experience do you want your clients to go through?
For example, you are selling a mobile game. You want the game to be easy to find, info about the game to be understandable, the selling of the game to be smooth, the download to be short, and the gaming experience to be challenging but rewarding.
9. How can your personality complement your products/service?
Are you energetic and loud or quiet and laid-back? How about quirky and weird? Depending on what you are selling, these traits might help you sell your product or service. For example, if your selling gym equipment, energetic and load may help your clients feel pumped. If you are selling spa services, quiet and laid-back will help your clients feel relaxed. If you are selling a science fiction novel, quirky and weird may make your client curious.
10. What promotional items are you going to use?
What type of packaging are you using? What social media platforms are you using? Are you including paper products, or are you strictly digital? How can these items represent your brand? For example, if you are selling environmentally friendly soap, you might use recycled paper boxes and promote them on Instagram. You can use Instagram Stories to tell how your soaps are made.
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